NAIS Research: Trends in College Admission

By Joe Corbett
NAIS Senior Research Analyst
February 2024

Executive Summary

NAIS Research: Trends in College AdmissionThe world of college admission is changing. From the increasing prevalence of test-optional policies to the Supreme Court decision about affirmative action, students and counselors alike are struggling to adapt to an increasingly complex admission landscape.

To help understand these changes, in fall 2023 NAIS surveyed independent school college guidance counselors (referred to as “college counselors” throughout this report). A total of 184 college counselors responded to the survey, a response rate of 47%. NAIS also interviewed a handful of the college counselors who took the survey to better understand the nuances of these trends. Interviewees came from a variety of school locations, characteristics, and personal demographics. The results of this research are presented below.

College counselors identified some major trends impacting the college admission process for independent school students: Test-optional policies have introduced new uncertainties in the college admission process; turnover and the presence of fewer personnel in college admission offices have negatively impacted the connections that used to exist with high school college counselors; colleges are prioritizing racial/ethnic and socioeconomic diversity; and students struggle to cope in a changing college admission landscape.

Overview of Survey Findings

  • Eighty-nine percent of college counselors reported an increase in the use of virtual tours and online admission over the past several years. Eighty-three percent reported an increased emphasis on test-optional policies at the colleges to which their students apply.
  • Seventy percent of college counselors reported an increase in the number of students making decisions based on the total cost of college attendance; 53% noted an increase in the number of students attending colleges closer to home.
  • Sixty-three percent of college counselors said that writing personal statements/essays is a top challenge for students in the college application process; another 53% identified selecting suitable colleges as a top challenge.

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